Creators aren’t just creating content anymore. They’re businesses in their own right.
Brit Starr sat down with Nina Zadeh, the co-founder of @sidewalkerdaily, to discover how creators are evolving into savvy entrepreneurs, building lasting brand partnerships, and navigating the ever-changing digital landscape. Tune in to this episode of Earned to learn the importance of strategic planning, the power of platform-specific content, and the rising trend of private communities. Whether you're a creator looking to monetize or a brand aiming to connect with consumers, this episode is packed with insights to help you thrive.
Nina shares her extensive experience in brand management and offers invaluable insights into how creators can strategically position themselves as essential partners to brands. The discussion highlights the significance of long-term partnerships, the role of data transparency, and the need for fair compensation, as creators increasingly take control of their business relationships. Listeners will gain an understanding of the strategic shifts expected in 2025, where creators are adopting a business-minded approach, utilizing financial tools like P&L statements, and tailoring content to meet the specific demands of platforms such as YouTube and Substack. This episode is packed with strategies for monetization and audience engagement, emphasizing the importance of exclusive, platform-specific content to build deeper connections with followers. Join us as we uncover the future of content creation, brand collaboration, and business innovation, setting the stage for creators to achieve sustainable success in the digital world.
Check out highlights from the episode below, or or tune into the podcast on Spotify, Apple Podcasts, or wherever you listen!
The following interview has been lightly edited for concision.
“Regardless of influence or numbers, just the time to create has a dollar amount valued on it”: Nina Zadeh on keeping brands and creators in check
Brit Starr: What were a couple of the key headlines for keeping brands in check, and then what creators are on the hook for as well?
Nina Zadeh: You know, one thing we really try to keep brands in check about is this idea that creators will work for free. No one’s creating content just for a water bottle. Every creator — no matter their size — is putting in time, skill, and energy, and that has a real dollar value. So if a brand wants to work with creators who treat this like a business, there has to be payment involved, even if it’s just for the content itself.
We also talked a lot about how creators aren’t one-size-fits-all. Back in the day, producing content through agencies or big crews was incredibly expensive. Now you have creators who can storyboard, film, edit, model — the whole package. They bring so much value, and I think sometimes even the creators in the room don’t realize how strong their skill sets really are.
And the biggest message we wanted to drive home was that it’s not personal — it’s business. This isn't a popularity contest. It’s simply: are you the right fit for this campaign, and can you help the brand meet its goals? Every brand has a different bottom line. It’s like going to a casting — if they need someone who’s 5'7" and you’re not, you’re just not getting that gig. It doesn’t mean anything about you personally; it’s just the criteria.
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